The charming 30-second clip above features a handful of PETA members — including actor Fred Willard, celebrity trainer Jillian Michaels and RuPaul’s Drag Race star Raven — playing with their pets to the tune of the Keys’ stomping Brothers single, and ends with the tag: “Someone’s howlin’ for you at your local shelter.” While the jowly pit bull and other precious pups will warm hearts, it’s difficult to compete with a wide-eyed Willard batting at a toy while his own cat watches on, completely bemused.
In a statement to Rolling Stone, Black Keys drummer Patrick Carney was glad to help promote the new campaign, saying: “If you’re looking for a furry roommate, check out an animal shelter. They’re filled with purebreds and mutts who’d love to be adopted.”
The Black Keys are the latest artists to donate their music to PETA for public service announcements, whose alumni includes Morrissey, Dolly Parton, Chrissie Hynde and Loretta Lynn.
While the Black Keys have licensed “Howlin’ For You” and a number of other songs to various TV shows, movies and video games, the duo have grown increasingly selective when it comes to advertising. In 2013, the group sued a Louisiana casino for allegedly ripping off “Howlin’ For You” in a commercial, while a year prior, they settled infringement suits with both Pizza Hut and Home Depot after the companies used El Camino cuts “Gold on the Ceiling” and “Lonely Boy,” respectively, in advertisements.
In a 2012 Rolling Stone cover story, Carney discussed the band’s dwindling need to license their music. “When no one’s buying your records, it’s easy to justify selling a song,” he said. “But once you start selling records, you can’t really justify having two songs in Cadillac commercials. It looks greedy. And it is greedy. This whole music thing should be about music.”